Impulse Buying and Techniques Used By Establishments
Group Resumé
Akshay Kochar
About Me: I am a second year student in Digital Enterprise Management (DEM). I came here from Ottawa for university and go back on occasion to visit family. I consider myself to be very extroverted and am always looking to get a laugh or just any form of attention.
Interests: hockey (Ottawa Senators), basketball (Toronto Raptors), music, television, movies, poker
Skills: communication, leadership (got that mark?), delegation, dedication, organization, various computer software, money-management, list goes on
Mark Steele
Accepted to UTM for Management, and upgraded to DEM. I'm an easygoing, patient, introspective person. I try to be a master-of-all-trades; that goal seems to gain me rivals wherever I am (Akshay). Whether I'm working solo, or as part of a team, I like to get things done.
Interests: I like gathering a variety of opinions about topics (whatever the topic may be) from different people, and organizing positive and negative points from each person: My opinions on several topics are often eclectic. I enjoy reading novels, increasing my vocabulary with each. The Civil Rights movement, specifically the most notable contributors, such as Malcolm X and MLK Jr, interests me because it was a period of great struggle and perseverance. I find the eloquence of the speakers during this period admirable; I analyze their strategies and styles.
Talents: I'm great at organizing events, birthday parties and random gatherings among others, and enticing people to attend. Athletically, I once was a track athlete but now enjoy coaching my former highschool track team (coaching/teaching is the talent, of course; finding a way to make things stick for people). If I think of anything else, I'll let you know...
Bianca Magana
Second year student working towards a double major in CCIT and Crime, Law and Deviance, as well as a minor in Politics
Interests: Travelling plays a big part of my interests as I love visiting new countries and travelling around the world, especially to warm places. I'm also very proud of my culture, hence the reason why I'm interested in issues brought up in Latin America and also enjoy listening and dancing to spanish music.
Talents: I have great interpersonal and communication skills while working with others. I'm also proficient with computer programs such as Adobe Photoshop, Flash, Illustrator, Dreamweaver, Microsft Office, Excel and Word. I posses great organizational skills as they are fairly important and contribute greatly to good work ethics, especially when planning a campaign or working with a group. I am also trilingual, fluent in both English and Spanish and also capable of communicating in French.
Camille Ramsingh
Second year student pursuing double major in CCIT and Sociology
Excellent communication skills
Experienced in using Adobe Photoshop, Flash, Illustrator, Dreamweaver and Microsft Office
Division of Labour
We have decided to all equally be involved in all the facets of this campaign/project. This will provide consistency in all parts and a full understanding amongst all members. We will all be interviewing necessary store managers and working on the design of our medium together. At times we may break off into pairs such as Mark and Akshay interviewing one store manager, while Bianca and Camille will interview another. As well, any write-ups and design components will be brainstormed and executed together to ensure that all members agree on the requirements.
Communication Strategy
What am I trying to achieve with this?
To raise awareness about the issue concerning impulse buying amongst consumers and the techniques incorporated by retail and grocery stores such as Wal-Mart, Loblaws,No Frills and others, that lead to an increase in consumer spending.
What is my message?
The techniques and subtle tactics such as the location/layout of a product within a store, promotes unnecessary purchases.
Who I'm trying to target message to (be specific)
In regards to grocery stores, our message will be constructed towards parents as they are the main consumers at these locations.
In regards to retail chains, our message will be constructed towards younger consumers between the ages of 18-30.
What is my audience/target demographic?
Because of the scope of our topic and our focus on grocery and retail stores, our audience/target demographic encompasses nearly all consumer age groups.
What media is the best way to reach them?
In terms of grocery stores, print media may be the best way to reach our audience. As many people go through flyers before they go grocery shopping, perhaps a brochure or pamphlet which accompanies these flyers would be the best way to get the message out there.
In terms of retail stores, a more commercialized approach would need to be taken. Perhaps by advertising on buses as many teenagers use this means of transportation to get to malls and retail stores would be the best way to target them.
What messages I am putting out?
"Failing to be informed about the subtle techniques utilized by commercial establishments leads to purchasers being convinced that they want more than they need and increasing their purchases to unnecessary levels"
What change am I trying to bring out?
Our attempts are to change the way customers shop and to bring out a shift in consumer spending habits.
What are the influences I want to bring?
To influence the public in their monetary decisions and to be well-aware about financial impositions in daily/long term spending.
Marketing the way you do it
Objectives - measurable outcome in a company
To decrease the spending of an average consumer on groceries and retail by at least 10% from their previous year.
Goals - what you hope to achieve
For the average consumer to be able to take 10% of how much was spent on groceries and retail from the previous year and to put it in savings or some form of account in which returns could be achieved (GICs, Bonds, etc.).
Audience - for whom it is intended
Interview individuals who are walking into grocery stores and ask them how much they plan on spending, and then on their way out ask them how much they actually spent and ask why there was a significant increase if any
Key Message - in any campaign, 3-5 things you want to drive your objectives to get the message out
That there are significant increases in how much a consumer wants to spend at the grocery store and how much they actually spend
The tactics and strategies used by grocery stores to cause this increase are in fact universal and used by all
The willingness of a consumer to spend more than they need to is exploited by retail chains
The appearance of a "want" being a "need" because of it's location in the store (ie. candy bars at the check out)
Strategy - bigger idea of what your going to do
The big picture for our campaign is to change the way grocery stores manipulate it's consumers and how they lead to unnecessary spending which in turns leads to less savings for economic downturns such as the one the world economy is going through now. It may not seem as though savings from grocery and retail purchases could solve recessions, but if the annual savings are added up for a 2-3 year period, then when a recession in fact occurs, than those savings can be used to prolong the survival on basic necessities.
Tactics - how you are going to do it
Each target group will have it's own means of being reached as outlined above in our Communication Strategy. We also hope to interview grocery store managers and see what they have to say about how their business operates. There are also sources that explain these tactics that are used and we hope to research them to have a better understanding of how grocery and retail stores work and how they increase their revenues.
Measurement - specific numerical figures (i.e. increasing sales at a certain percent)
Increase the savings of the average consumer by 10% from their previous year spending.
Group Resumé
Akshay Kochar
Interests: hockey (Ottawa Senators), basketball (Toronto Raptors), music, television, movies, poker
Skills: communication, leadership (got that mark?), delegation, dedication, organization, various computer software, money-management, list goes on
Mark Steele
Accepted to UTM for Management, and upgraded to DEM. I'm an easygoing, patient, introspective person. I try to be a master-of-all-trades; that goal seems to gain me rivals wherever I am (Akshay). Whether I'm working solo, or as part of a team, I like to get things done.
Interests: I like gathering a variety of opinions about topics (whatever the topic may be) from different people, and organizing positive and negative points from each person: My opinions on several topics are often eclectic. I enjoy reading novels, increasing my vocabulary with each. The Civil Rights movement, specifically the most notable contributors, such as Malcolm X and MLK Jr, interests me because it was a period of great struggle and perseverance. I find the eloquence of the speakers during this period admirable; I analyze their strategies and styles.
Talents: I'm great at organizing events, birthday parties and random gatherings among others, and enticing people to attend. Athletically, I once was a track athlete but now enjoy coaching my former highschool track team (coaching/teaching is the talent, of course; finding a way to make things stick for people). If I think of anything else, I'll let you know...
Bianca Magana
Second year student working towards a double major in CCIT and Crime, Law and Deviance, as well as a minor in PoliticsInterests: Travelling plays a big part of my interests as I love visiting new countries and travelling around the world, especially to warm places. I'm also very proud of my culture, hence the reason why I'm interested in issues brought up in Latin America and also enjoy listening and dancing to spanish music.
Talents: I have great interpersonal and communication skills while working with others. I'm also proficient with computer programs such as Adobe Photoshop, Flash, Illustrator, Dreamweaver, Microsft Office, Excel and Word. I posses great organizational skills as they are fairly important and contribute greatly to good work ethics, especially when planning a campaign or working with a group. I am also trilingual, fluent in both English and Spanish and also capable of communicating in French.
Camille Ramsingh
Excellent communication skills
Experienced in using Adobe Photoshop, Flash, Illustrator, Dreamweaver and Microsft Office
Division of Labour
We have decided to all equally be involved in all the facets of this campaign/project. This will provide consistency in all parts and a full understanding amongst all members. We will all be interviewing necessary store managers and working on the design of our medium together. At times we may break off into pairs such as Mark and Akshay interviewing one store manager, while Bianca and Camille will interview another. As well, any write-ups and design components will be brainstormed and executed together to ensure that all members agree on the requirements.
Communication Strategy
What am I trying to achieve with this?
To raise awareness about the issue concerning impulse buying amongst consumers and the techniques incorporated by retail and grocery stores such as Wal-Mart, Loblaws,No Frills and others, that lead to an increase in consumer spending.
What is my message?
The techniques and subtle tactics such as the location/layout of a product within a store, promotes unnecessary purchases.
Who I'm trying to target message to (be specific)
In regards to grocery stores, our message will be constructed towards parents as they are the main consumers at these locations.
In regards to retail chains, our message will be constructed towards younger consumers between the ages of 18-30.
What is my audience/target demographic?
Because of the scope of our topic and our focus on grocery and retail stores, our audience/target demographic encompasses nearly all consumer age groups.
What media is the best way to reach them?
In terms of grocery stores, print media may be the best way to reach our audience. As many people go through flyers before they go grocery shopping, perhaps a brochure or pamphlet which accompanies these flyers would be the best way to get the message out there.
In terms of retail stores, a more commercialized approach would need to be taken. Perhaps by advertising on buses as many teenagers use this means of transportation to get to malls and retail stores would be the best way to target them.
What messages I am putting out?
"Failing to be informed about the subtle techniques utilized by commercial establishments leads to purchasers being convinced that they want more than they need and increasing their purchases to unnecessary levels"
What change am I trying to bring out?
Our attempts are to change the way customers shop and to bring out a shift in consumer spending habits.
What are the influences I want to bring?
To influence the public in their monetary decisions and to be well-aware about financial impositions in daily/long term spending.
Marketing the way you do it
Objectives - measurable outcome in a company
To decrease the spending of an average consumer on groceries and retail by at least 10% from their previous year.
Goals - what you hope to achieve
For the average consumer to be able to take 10% of how much was spent on groceries and retail from the previous year and to put it in savings or some form of account in which returns could be achieved (GICs, Bonds, etc.).
Audience - for whom it is intended
Interview individuals who are walking into grocery stores and ask them how much they plan on spending, and then on their way out ask them how much they actually spent and ask why there was a significant increase if any
Key Message - in any campaign, 3-5 things you want to drive your objectives to get the message out
Strategy - bigger idea of what your going to do
The big picture for our campaign is to change the way grocery stores manipulate it's consumers and how they lead to unnecessary spending which in turns leads to less savings for economic downturns such as the one the world economy is going through now. It may not seem as though savings from grocery and retail purchases could solve recessions, but if the annual savings are added up for a 2-3 year period, then when a recession in fact occurs, than those savings can be used to prolong the survival on basic necessities.
Tactics - how you are going to do it
Each target group will have it's own means of being reached as outlined above in our Communication Strategy. We also hope to interview grocery store managers and see what they have to say about how their business operates. There are also sources that explain these tactics that are used and we hope to research them to have a better understanding of how grocery and retail stores work and how they increase their revenues.
Measurement - specific numerical figures (i.e. increasing sales at a certain percent)
Increase the savings of the average consumer by 10% from their previous year spending.